2. COMPANY HISTORY
ď Subway prides itself in being a healthy fast food chain
offering a variety of sandwiches and subs
ď Founded in 1965 by Fred DeLuca and Dr. Buck.
ď As a growth strategy, and in an effort to increase
profits, they embarked on the idea of franchising their
business.
ď Subway locations grew exponentially.
6. PRODUCT DEVELOPMENT
STRATEGY
ď Creating new offering for existing market
ď Innovation:- new offers
ď Augmentation:- enhance the value to customers
of existing offers
ď line extantion by adding different size, forms, flavor, etc
7. MARKET STRATEGY
ď TARGET MARKET
ď YOUNG, URBAN
ď RETAIL FORMAT
ď FRANCHISE MODEL
ď UPSCALE AREAS PREFERABLY NEAR RESIDENTIAL
COLONIES AND OFFICES
8. CONTâŚ..
ď We would go for demographic segmentation and
in that we would target age wise segmentation. As fast
food is a major preference for youngsters and
teenagers
ď one can target segment with age range of 16-30
9. SUPPLY CHAIN FLOW
⢠Bread
MUMBAI ⢠Breads
⢠Souses ⢠vegetables ⢠Vegetables
⢠Meats ⢠Warehouse for ⢠Sauces
all others ⢠Meats
DELHI ALL
10. CONTâŚ.
AT LOCAL LEVEL
ď franchisee owns vehicles to source from central warehouse and
inter outlets
ď Orders are placed on Tuesdays and received on Fridays
LOGISTIC
ď Orders are taken up by the centralized call center
ď From there information is passed onto the nearest Subway outlet
ď The delivery is done by staff members only there are no separate
delivery boys
ď Each store has 3 delivery bikes
11. CSR
ď SUBWAY can provide free sandwiches outside
the hospitals for recoverdpatients2)
ď They can do CSR by using eco-friendly materials for
their product(minimum usage of plastic bags or
packaging and replacing it with paper packing)
ď By providing quality food and indirectly giving
better health to society